2024 |
Volume 9 |
Issue Issue 2
Predictors of Travel Intermediaries Inclination Towards E-Commerce: Integrating UTAUT-1 and E-Readiness
1.
Reyaz Ahmed Qureshi
– Department Of Tourism, Hospitality And Leisure Studies, Univ. Of Kashmir, Jammu And Kashmir, India.
2.
Muneer Ahmad Kashkari
– Department Of Tourism, Hospitality And Leisure Studies, Univ. Of Kashmir, Jammu And Kashmir, India.
3.
Mudasir Ahmad Mir
– Department Of Tourism, Hospitality And Leisure Studies, Univ. Of Kashmir, Jammu And Kashmir, India.
Received
17-Mar-2025
|
Accepted
-
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Published
17-Mar-2025
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Abstract
The tourism sector is currently undergoing a tremendous shift based on technology. The advantages of e-commerce have led to expansion across several commercial sectors, including the tourist industry. E-commerce offers a welcoming environment for travel firms to compete better, which may also have a positive influence overall. The study proposes an extended UTAUT model to investigate the behavioural intention of travel intermediaries towards e-commerce adoption. A sample of 203 travel agencies and tour operators was chosen for the study using a questionnaire as a data collection instrument. Structural Equation Modelling was applied to analyse and test the relationship of the variables. Findings reveal that facilitating conditions have an important influence on predicting e-commerce adoption among the travel agents and tour operators. Findings highlight E-readiness as the least important predictor of travel intermediaries’ willingness to adopt e-commerce.
Keywords Travel Intermediaries, Technology, E-Commerce, UTAUT, Business
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